PILOT
Using Roblox Game to Reimagine Connecting with Gen Z
Amnesty Argentina & Metaminding Lab
About
Title: Using Roblox Game to Reimagine Connecting with Gen Z for Amnesty International
Description: Amnesty International is partnering with MetaMinding Lab to develop a custom Roblox game called “Escape To Freedom” that aims to educate and engage Gen Z.
Personal inspirational quotes:
“With over 200 million monthly active Roblox users, including a fast-growing base in Latin America, we have an incredible opportunity to meet youth where they are and inspire them to take action.”
“By leveraging interactive game experiences, we can explain Amnesty International’s mission and illuminate the realities of war and refuge in impactful ways.”
“It’s rewarding to hear from former refugees that the game touched them, and it is a meaningful project that will help people understand refugees better.”
Challenge
What is the challenge the project is addressing?
Just like most of the NGOs, Amnesty International struggles to attract youth.
Amnesty International faces an ageing supporter base, and we need to future-proof support: In many of the regions where we work, the most active supporter base of regular givers is made of Baby Boomers and Gen Xs, followed by millennials, but as time passes we need to tap into the potential of the future generations. They might still be in school or at uni, and they will be in work in future.
Traditional outreach cannot convey the realities of war and displacement like immersive games can.
With over 65 million daily active Roblox users globally, a majority of whom are Gen Z, Amnesty International has an opportunity to connect with youth where they are. Engagement in Latin America is growing rapidly as mobile gaming explodes across the region.
Objectives
What is the main objective of the project?
01
Help Amnesty International Argentina engage Gen Z aged 15 and above.
02
Raise awareness on the role of Amnesty International in protecting people whose rights have been violated. Through game missions, this game shows how Amnesty International works with refugees.
03
Receive donations.
04
Recruit 10% of the engaged people as new community members with 3% being ambassadors.
05
Leverage the platform’s immersive experiences to educate and inspire youth in impactful ways. Illustrate the damage of war through game mechanics and convey the hardships faced by refugees through interactive storytelling.
06
Collect in-game feedback to refine educational messaging.
Test / Experiment
What is the specific test / experiment?
Test new retention model for regular donors designed for Gen Z & Millennials – e.g. receiving branded-UNHCR items, exclusive content on social media.
Test pilot in 2-3 key markets (Global English speaking donors) as a case-study for other key markets within the organization to launch their own pilot in their respective markets in year 2.
The number of recurring donors acquired in pilot months (3 months) is to increase by 50% vs the average number of recurring donors obtained in tested markets.
Experiment summary:
We will test whether an immersive metaverse experience can successfully attract, educate, and engage Gen Z supporters in Latin America compared to Amnesty’s current outreach.
Timeline: Our game will launch in November 2023.
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